New regulations have restricted how companies such as Facebook and Google store data on their users to protect consumer privacy. This has reduced the amount of data available to marketers in these media channels.
The article I linked today discusses how advertisers on streaming tv platforms are wary of falling to the same fate. Smart TV's track user viewing habits and can use this information to target specific ads to viewers. Similar to Facebook, these viewing habits could offer a lot of insight into demographics and interests, helping maximize the value of marketing dollars.
Vizio TV owners are allowed to opt out, but over 90% of users choose to opt in. The article suggests that users that understand how their data is used are more willing to share it. In fact, sharing data can actually improve the viewer experience through relevant ads and automatically updated picture settings depending on the type of programming. However, consumers should be allowed to toggle and choose what information they share to their benefit and what information doesn't create benefit them to share.
While online channels such as Google and Facebook have closed off a lot of information to marketers, these marketers hope that streaming TV's will be more open and offer more detail on consumers. This open approach could help draw more advertisers in and overall ad dollars.
Source: https://www.wsj.com/articles/streaming-tv-advertisers-want-better-targetingminus-the-privacy-backlash-11604574000
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